Guinness UK has announced a £9million televised advertising campaign and on-trade promotion drive in support of its Draught Extra Cold variant.
The new campaign represents the biggest ever media spend for Guinness Draught Extra Cold and marks Guinness' first ever foray into the world of animation based advertising.
The latest offering from Guinness, renowned for innovative and ground-breaking advertising such as the "Good things come to those who wait" campaign, consists of two executions targeted at 18 to 34-year-old men and will focus on the key theme of refreshment.
In both adverts the central male character is overwhelmed with the need for a pint of Guinness Draught Extra Cold to such an extent that everywhere he looks - be it at two men unloading a fridge freezer or a young woman eating an ice lolly - he sees only pints of enticing Guinness Draught Extra Cold in their place.In order to cater for the watershed regulations, the two adverts have differing final scenes - with the later version featuring a rather more risqué conclusion.
David Smith, consumer marketing controller for Guinness UK, said: "Both executions focus on the key messages of Guinness Draught Extra Cold as a refreshing drink in a fun and inventive way."
The campaign is scheduled to run until December and is estimated to reach 83 per cent of all 18 to 34-year-old men.
In addition to the above the line activity, Guinness Draught Extra Cold has also launched a £2.2million "Cool Cash" instant win on-trade promotional campaign.
A "Cool Cash" team will be giving away 30 cases of £5,000 to code-breaking Guinness drinkers at any one of 9,500 participating outlets nation-wide.
The promotion, which runs until the end of the month, is supported by a £600,000 radio campaign on Virgin FM and an additional 24 regional stations.Smith added: "Along with giving people an emotional reason for drinking Guinness Draught Extra Cold the promotions have been designed to be highly interactive and fun for all participants."